Digital Darts

29/05/2026

Most beginners start Google Ads with Performance Max and lose money fast. Google's own app in Shopify encourages you to do it.

After two decades teaching Google Ads, I've found beginners get better results starting with one much simpler campaign first.

In this guide, I'll show you the best Google Ads campaign for beginners in 2026 including what to set up, what to skip, and exactly why.

27/05/2026

There are hundreds of marketers sharing the latest AI prompt that's going to radically make bank for your business.

Most don't survive contact with reality.

Part of my job is filtering that noise for the Shopify businesses we work with. A prompt with a nice-looking output isn't worth much. I care about the ones that you can make a decision from.

This week I tested a workflow from performance creative strategist Dara Denney, using Claude's Cowork as a media buying assistant to run a full competitive teardown of any brand's Facebook Ad Library, delivered as a styled HTML report.

I went in skeptical, but came out impressed.

I ran it on Naked Sundays, an Australian SPF brand with a serious paid social operation. The report broke down their format mix, separated creator ads from brand ads, surfaced the messaging they repeat, flagged their longest-running ads, and tracked how fast they're shipping new creative.

The longest-running ads section alone is worth it. The ads a competitor refuses to switch off are their proven winners. You're looking straight at what works, without spending a dollar testing it yourself.

The AI didn't do the thinking. Dara did. The prompt works because she knew exactly what a media buyer needs to see and asked for precisely that. The tool compressed half-a-day of manual digging into a few minutes.

That's the version of AI I recommend to clients. Not the one that replaces your media buyer, but the one that hands them back the hours they'd waste on grunt work.

The exact prompt is in the comments. Run it on your top competitor.

21/05/2026

One Google Ads habit quietly drains more budget than bad keywords.

I still see brands doubling down on it today.

So in this video, I'll show you that habit, the top 3 Google Ads budget killers for 2026, and how to save Shopify stores money by fixing them fast.

First up is the fastest win that stops bad clicks before they ever cost you a dollar.

09/04/2026

AI coding tools will put your credentials in plaintext and not tell you it's a problem.

I was using Claude to build a Microsoft Ads automation script to saves hours on negative keyword management.

It generated a solution that required pasting my Google API credentials directly into the ad account script. Anyone with access to that account, could have grabbed those credentials and accessed every Google Sheet tied to my account. Client data, reports, everything.

The AI didn't flag the risk. This is Opus 4.6. The best. I had to catch it myself.

If you're using AI to build automations for your ad accounts, Shopify store, or marketing stack—and you should be—you've got to understand development best practices. One being, API keys remain hidden and secure.

Any time you see API keys, tokens, or credentials sitting in code, stop and ask where they're visible and who else could see them. Especially in shared tools like ad accounts, Shopify apps, or connected integrations where multiple people have access.

The fix was simple once I pushed back. One extra layer of manual work to use Apps scripts in Google Sheets. A safer, slower approach, but a safe one.

08/04/2026

No one shows the full Google Ads setup for Shopify, covering every campaign type, account setting and feed optimization that actually drives sales, all in one place.

In this 2026 Google Ads tutorial, I'll build a brand new account from scratch so you can follow along and apply it to your own store.

If you're running ads already, you’ll see how to grow your account.

No one shows the full Google Ads setup for Shopify, covering every campaign type, account setting and feed optimization that actually drives sales, all in one place. I've been running Google Ads for Shopify brands for over 10 years. In this 2026 Google Ads tutorial, I'll build a brand new account fr...

01/04/2026

If your Shopify store is getting crushed by high Google Ads CPCs, this new Google Ads keyword targeting strategy does the opposite.

I've used this to lower cost-per-click by 500% and scale profitably.

In this Google Ads tutorial, I'll show you the exact framework, the proof behind it, and how you can implement it step-by-step in your own account.

If your Shopify store is getting crushed by high Google Ads CPCs, this new Google Ads keyword targeting strategy does the opposite. I've used this to lower cost-per-click by 500% and scale profitably. In this Google Ads tutorial, I'll show you the exact framework, the proof behind it, and how you ca...

18/03/2026

Here's a Google Shopping tip almost no brand is doing.

Add Product Highlights to your feed.

It is one of those small feed fields most brands ignore.

Google gives it dedicated space for short, scan-friendly bullet points about the product.

Think simple benefit bullets. Not fluff, promo copy, or keyword stuffing.

Stuff like:

- Relieves joint pressure for large dogs
- High-density orthopedic foam
- Washable cover for easy cleaning
- Non-slip base stays put on hard floors

Google recommends 4 to 6 highlights per product.

The easiest setup is to write these once as Shopify metafields, then map them into Google through DataFeedWatch.

That matters because now your team can manage the bullets at the product level inside Shopify, while DataFeedWatch pushes them into the product_highlight field in the format Google wants.

It's an easy win most accounts don't have.

19/02/2026

You can now use custom metafields inside Shopify Analytics. This can help you grow.

Previously to do a lot of analysis you had to export data to spreadsheets to see your results. In Shopify Analytics, you can now group and filter reports by any custom data you track.

That's influencer source, ingredient of a product, or product profit margin.

This works for products, variants, customers, and orders. It puts your most important custom dimensions right where you need them.

To start, go to "Settings" then "Metafields and metaobjects". Select a definition and turn on the Use in Analytics toggle.

19/02/2026

There's one unique use of AI that I think will cement itself as a proven concept to test for all brands, which is working great right now.

AI music as the voiceover. I might call it the "Lyrical Lead". Everything needs a name, right?

It’s working because it’s an entertaining pattern interrupt that adheres to direct response.

Instead of a generic voiceover, you deliver a unique song the user has never heard. The ad format has:

- Low "AI Ick": High-quality music feels like high production value, not a shortcut.
- Emotional Control: You engineer emotion through genre and tempo. Music accesses unique parts of the brain.
- Stickiness: People get catchy hooks stuck in their heads.

Here's a Dr Squatch example that's been killing it.

To get started making yours, head over to Udio or Suno to create the music.

Be very intentional with the emotion you want to create in the ad. Pick the right genre. Craft your lyrics/script. The lyrics could be similar to a script of various ad formats you've run.

A tip to make this format work. The vocals need to punch through the instruments otherwise you're just entertaining.

Another performance tip. Drop the music temporarily to slot in voiceovers, when faces are seen, to talk about powerful outcomes or benefits. This makes it more effective for direct response instead of just being clever.

18/02/2026

Your Shopify "best sellers" in Google Ads might be killing your profits.

Because not all revenue is good revenue.

Here's what I see inside Google Ads accounts every week:

Pushing products with:

- High sales volume
- Low margins
- Little to no repeat purchases

So what happens?

The business grows busier, but not stronger.

Ad spend increases and profit doesn't follow.

This is where Class A / B / C product analysis becomes critical.

This analysis classifies products by their revenue contribution, sales velocity, and importance to the business, rather than just by volume.

The goal is to focus ads management, inventory, and marketing on the items that drive the most profit.

So what determines each of these classes?

💎 Class A products = the profit drivers

They’re fewer in number, but they generate the majority of contribution margin.

They’re the vital few:

- High margin
- High lifetime value
- Strong demand
- Strong repeat customer behavior

These deserve:

✅ Dedicated Google Ads campaigns
✅ Maximum impression share
✅ Tight forecasting to avoid stockouts

If you’re budget-limited, this is where every dollar should go.

⚖️ Class B products = the opportunity zone

Not bad. Not great. But often ignored. Full of opportunity if priced, positioned, or converted correctly.

Ask yourself:

Is there strong search demand you're underexposed to?

Can pricing, CRO, or bundling turn these into Class A?

This is where smart optimization creates new winners.

🛑 And Class C?

High volume. Low value.

They drain attention, cash, and ad spend.

Manage them simply by not scaling them with paid ads.

Scaling the wrong products faster just gets you unprofitable faster.

Product class analysis beats keyword research every time.